Our company bases its methodology on Design Thinking, a tool for problem-solving and discovery of innovation opportunities, popularized by Tim Brown (CEO of IDEO, recognized as one of the most innovate companies in the world by Boston Consulting Group 2005-2007, BusinessWeek), and first published in an article written for the “Harvard Business Review” in June 2008.

This methodology is applicable to any field that requires a creative approach. It consists of seven stages: define, research, design, prototype, select, implement and learn (Figure 1). These stages emphasize the identification of needs, visualization, prototyping, iteration and creativity.

Design thinking seeks to develop the ability to combine empathy, creativity and rationality to satisfy user needs and promote the success of the business unit. Unlike analytical thinking, Design Thinking is a creative process centered on the “construction of ideas.” There are no judgments from the beginning of the design process. This eliminates the fear of failure and fuels maximum input and participation in the early stages of idea forming and prototyping. Thinking outside the box is recommended in these processes, since it can frequently lead to creative solutions.

Regarding theories of organization and management, Design Thinking forms part of the paradigms of architecture/design/anthropology that characterize innovative companies centered on the user. This paradigm also focuses on a collaborative style, iterative work and an abductive thought mode, as opposed to more traditional practices associated with mathematics, economy, and psychology and management paradigms.